The State of Affiliate & Partnership Marketing in Australia 2026/27

Affiliate and partnership marketing in Australia is entering 2027 with stronger commercial credibility. IAB Australia’s 2026 State of the Nation research found that 42% of surveyed advertisers using affiliate marketing increased investment over the previous year, while 64% expected the channel to become more important to business outcomes.

What is changing?

The channel is broadening beyond traditional coupon and cashback models. Brands increasingly work with content publishers, comparison services, creators, technology partners, loyalty communities and strategic partners. This makes partner quality and program management more important than simply having a large affiliate count.

Revenue still matters most

For advertisers, revenue and sales volume remain central measures. IAB reported 95% satisfaction with affiliate marketing’s ability to deliver ROI. That does not mean every program performs automatically: commission economics, tracking, recruitment, partner communication and conversion all influence results.

AI discovery changes the customer journey

Consumers now move between search engines, social platforms, creator content, comparison sites and AI assistants. Affiliate programs therefore need content and partners that can influence discovery as well as the final click. Brands should look beyond last-click reporting and understand where partners contribute to new-customer acquisition and incremental revenue.

What should Australian brands do for 2027?

Start with a clear partner strategy. Recruit for relevance, not volume. Give good partners strong commercial reasons to promote you. Measure customer quality as well as transactions, and keep improving the program rather than treating launch as the finish line.

Sources

IAB Australia — Affiliate & Partnership Marketing State of the Nation Report 2026